Chromat

Pool Rules

To launch their new swimwear collection, we were asked to take Chromat, a body-wear brand with a cult following, to a more mainstream audience without losing their progressive brand identity. So to help them reach a broader audience, we reflected a broader audience—with radical inclusivity, and a poolside rulebook that doesn’t restrict bodies, it celebrates them.

With no paid media behind it, the campaign earned 205MM social impressions, coverage in 50 publications, and overwhelmingly positive feedback—women said this was the first time they’d felt represented. The campaign even made its way into the definition of “inclusivity” on Merriam Webster.

Press: TeenVogue, Glamour, Buzzfeed, Nylon, The Root, Today Show, DesignTaxi, Bust, Upworthy, Artsy.net, The Drum, Metro UK Awards: D&AD Shortlist, Integrated Digital Campaigns

Copywriter: Megan Adamson-Jackes